Jungle Scout：亞馬遜藝術與用品類關鍵詞趨勢報告（2024年9月）

Introduction

Usingdatafr

omJungleScoutCobalt,unloc

kthelatestkeywordtrendsforartsuppliesonAmazon.Seewhatshoppersaresearching

forandlearnhowtousetheseinsightstooptimizeyourtargetingstrategies.

Keytakeaways

Nicheproductsofferlow-competitionopportunities.Whilemanycoreartsupplieskeywordslike“paint”and“drawing”

arehighlycompetitive,nichekeywordssuchas“glowmarkers”and“ceramicstopaint”presentopportunitiesforbrandstotargetless

saturatedmarkets.Brandsthatmovequicklyto?llgapsinthesenichescancapturenewaudienceswithrelativelyloweradcosts.

Growingdemandforspecializedmaterials.

Keywordslike“18x24drawingpad,”“newsprintpad,”and“quills”

re?ectgrowingdemandformoreadvancedandspecialtyartsupplies,suggestingthatconsumersmaybeengaginginmorelong-termart

projectsastheyprepareforindoorwinteractivitiesandreturntohighereducationarttraining.

Seasonalcraftingcouldboostholidaysales.

Thereisaclearincreaseinconsumerdemandforseasonalcraftitems

suchas“pumpkinpaint”(searches+253%).Inadditiontomarketingtheirproductsaspotentialgiftsforupcomingholidays,brandsshouldalso

promoteartsandcraftssuppliesasseasonalfamilyactivitiestodriveevenmoreQ4sales.

KeywordTrends(Non-Branded)

Explorethemost-searchedartsupplieskeywordsthatdoNOTcontainbrandnames

Top15KeywordsbySearchVolume30-days

Keyword

PourpaintPaint

PaintingWood

Crafts

Acrylicpaint

AcrylicpourpaintArtkits

Craft

PaintkitDrawing

Chalkmarkers

Sketch

PaintmarkersArtsupplies

Searchtrend

-29%

-3%

-17%

-17%

-37%

+3%

-24%

-19%

-31%

-6%

-20%

+12%

-17%

-20%

-23%

Searchvolume

2,900,942

2,748,121

1,293,531

1,141,692

1,057,064

815,362

815,362

745,547

631,047

605,841

590,464

556,260

455,507

417,869

385,700

Competition*

VeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHigh

INSIGHTUNLOCKED

Broad,high-competitionkeywordslike“pourpaint”and“crafts”are

experiencingsharpdeclines,likelyduetomarketsaturationandconsumers

shiftingtowardnicheandseasonal

supplies.Tostandoutinacrowded

marketplace,brandsshouldadjust

strategiesbytargetingmorespeci?ckeywords,bundlingproductsthat

appealtoseasonaltrends,oroffering

limited-editioncollectionsandspecialtycolorstiedtoupcomingholidays.

*Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

Low-CompetitionKeywords

Artsupplieskeywordswithgrowingpopularityandmidtolowcompetitionforranking

Top15Low-CompetitionKeywords

Keyword

Newsprintpad18x24

HalloweenceramicstopaintGluepensforcrafting?netip

Cadmiumredoilpaint

AlizarincrimsonacrylicpaintAcrylicpaintmarkersdualtipCeramicornamentstopaintBurntumberacrylicpaint

BurntsiennaoilpaintSketchbooksbulk

Cadmiumredoilpaint

Acrylicpaintmarkersdualtip

AirbrushacrylicpaintGoldfabricpaint

Footballpencilcase

Searchtrend

+323%

+96%

+66%

+44%

+41%

+35%

+34%

+32%

+32%

+30%

+44%

+35%

+29%

+27%

+22%

Searchvolume

2,129

5,861

1,577

1,063

1,254

3,595

1,746

2,730

1,139

1,126

1,063

3,595

2,124

5,318

2,896

30-days

Competition*

Low

VeryLowModerate

Low

Moderate

VeryLowVeryLowModerate

Low

VeryLowLow

VeryLowVeryLowLow

VeryLow

INSIGHTUNLOCKED

?Risingsearchtrendsforspecialized

paints,suchas“cadmiumredoil

paint”and“alizarincrimsonacrylic

paint”signalsgrowinginterestin

high-quality,artist-gradematerials.

Brandsofferingpremiumartsuppliescanbene?tbyfocusingonthese

nicheproductsandhighlighting

theiruniquequalities,suchasrichpigmentationorprofessional-gradeformulas.

?Whilesearchvolumeisjustrampingupfortermslike“Halloweenceramicstopaint”and“ceramicornaments

topaint,”thesekeywordswillsee

increasedcompetitionastheholidaysdrawnear.Tosetthemselvesup

forsuccessbeforecompetitionintensi?es,brandsshouldadd

theseseasonalkeywordsintheir

backendsearchtermsandproduct

descriptionsnow.Includingphrases

thataddressconsumerintent(such

as“holidayDIYcrafts”or“seasonal

paintingkits”)canalsoensurelistingsarealreadywell-optimizedwhen

searchvolumespikes.

*Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

KeywordTrends(Branded)

Explorethemost-searchedartsupplieskeywordsthatcontainbrandnames

Top15KeywordsbySearchVolume30-days

Keyword

LePens

Poscamarkers

Micron

Poscamarkersset

Sakura

CopicmarkersMicronpen

Liquitex

WhiteSharpieAppleBarrel

Applepaint

Poscapaintmarkers

Sharpiepaint

AppleBarrelpaintMicronpens

Searchtrend

-3%

-21%

-19%

-24%

-23%

-18%

+3%

-23%

-5%

+8%

-4%

-25%

-9%

-23%

+23%

Searchvolume

3,391,256

167,035

90,712

84,237

71,243

67,955

50,356

47,221

43,984

43,307

40,210

40,118

39,751

38,774

37,690

Competition*

VeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHigh

COBALTINACTION

Datainthisreportwasgatheredusing

Cobalt’s

DigitalShelfAnalytics

feature,whichprovidesadetailedpictureof

howshopperssearchforproductson

Amazon.Brandsusethisfeatureto

trackmarkettrends,identifyhigh-valuekeywordtargets,seehowcompetitorsrankforimportantterms,gaugeshareofvoice,andmore.

*Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

SearchTrends:GrowingvsDeclining

Top15keywordswiththelargest30-dayincreaseTop15keywordswiththelargest30-daydecrease

Keyword

Searchtrend

Searchvol.

Keyword

Searchtrend

Searchvol.

18x24drawingpad

+383%

4,555

Markersforadultcoloring

-86%

35,017

Newsprintpad18x24

+323%

2,129

Manillapaper9x12forschool

-74%

911

Sketchbook8.5x11

+273%

26,701

Markersforkidsages8-12

-64%

1,334

Sketchbook8x10

+259%

2,114

Manilapaper

-64%

9,616

Pumpkinpaint

+253%

19,630

Minisketchpadsforkids

-60%

1,601

Ceramicpumpkinstopaint

+244%

6,232

Sketchbooksforadults

-59%

2,800

Mixedmediasketchbook9x12

+182%

6,227

Sketchbooksfordrawing

-57%

762

Sketchbook5.5x8.5

+182%

2,914

Artmarker

-52%

9,070

9by12sketchbook

+154%

7,672

Cheapmarkers

-49%

2,359

Quills

+154%

3,767

Travelartsupplies

-48%

1,183

*Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

INSIGHTUNLOCKED

Whileinterestinartremainsstrong,focushasshiftedtowardmorespeci?cmaterialsandformats,

ratherthangeneralartsupplies.Genericsearcheslike“sketchbooksfordrawing”areonthedeclineasmorespeci?ckeywordslike“sketchbook8.5x11”and“mixedmediasketchbook9x12”areontherise,suggestingopportunityforbrandstogaintractionbyfollowingsuitwithconsumers’morespeci?c

searchintent.

KeystoSuccess:

OptimizingYourAmazonKeywordStrategy

Incorporatelong-tailkeywordstodrivetargetedtraf?c.

Insteadoffocusingsolelyonhigh-volumekeywords,considerlong-tailkeywordsthatarespeci?ctoyourproductfeatures,uses,orbene?ts.Thesemoredetailedsearchesoften

indicatehigherpurchaseintent,leadingtobetterconversionrateswithlesscompetition.

?Example:Ifyou’resellingpaintkits,insteadofjusttargeting“paintkit,”uselong-tailvariationslike“beginneracrylicpaintkitforkids”or“professionalwatercolorpaintsetwithbrushes.”

UseA/Btestingforkeywordeffectiveness.

RunA/Btestsonproductlistingstoidentifywhichkeywordvariationsorplacementsdrivebetterresults.Forinstance,testdifferentprimarykeywordsintheproducttitletoseewhichimprovesclick-throughrateandconversions.

?Example:A/Btest“premiumpaintset”vs.“artist-qualitypaintset”todeterminewhichresonatesmorewithyourtargetaudience.

Tailorkeywordstocustomersegments.

Segmentyouraudiencebytheirspeci?cneedsorpreferencesanddevelopseparate

keywordstrategiesforeachgroup.Forinstance,keywordsthatappealtobeginnerartistsmightdifferfromthosetargetingprofessionalartists.

?Example:Use“beginner-friendlyacrylicpaints”totargetnoviceswhileusing“high-pigmentartistacrylicpaints”foradvancedartists.

“Brandssellinginternationallyortargetingspeci?cregions

shouldmakesuretoleveragelocalizedkeywords.Local

phrasesorspellingscanhelpyouconnectwithshoppersindifferentcountriesorregions,especiallyfortermsthatvary

bygeography.Forexample,use“colouringmarkers,”asopposedto“markersforcoloring”fora

UKaudience.

DAVIDWENNBERG

EcommerceBrandOwnerandProductManager,JungleScout

JungleScout:LeadingAmazonMarketIntelligenceTools

Overthepastdecade,JungleScouthasgatheredawealthofdatapointsthroughcontinuousmonitoringandanalysisofAmazon.Thetoolsusedto

buildthisreportarethesameonesthat1million+sellers,enterprisebrands,retailers,andagenciesusedailytomakecon?dentdecisionsanddevelop

effectivestrategiesonAmazon.Seehowourtoolscanhelpyourbusinessgrowwithademo.

FORESTABLISHEDSELLERSANDBRANDOWNERSFORBRANDS,RETAILERS,ANDAGENCIESFORBIGBOXRETAILERSANDINVESTORS

COMPETITIVEINTELLIGENCE

JungleScout'sCompetitiveIntelligencehelps

sellersandbrandownersidentifyandoutperformkeycompetitorsonAmazon,ensuringthateveryminuteanddollarinvestedintheirbusinessis

focusedoneffectivelyincreasingsales.From

competitoranalysistotargetedkeywordinsights,thistoolensuresthatsellerscancon?dently:

?Benchmarktheirpositioninthemarket

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Comprehensivedataanalytics,built-inadvertising

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JungleScout’sindustry-leadingdata,withthe

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retailersto:

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